Everyone is talking about generative AI. Utopias and dystopias are being imagined. The impact of AI is overestimated in the short term and probably underestimated in the long term. Students from the Communication Design and Media, Product Design and Interior Design degree courses have addressed this in the 'Artficial Creativity' course. The focus was on working with the image-generating AI Midjourney.
Students were shown how Midjourney works, its prompt structure, parameters, features and strategies for using it. This was supplemented by four workshops with external AI experts.
Memories of my Youth.
In addition to learning about AI tools, the main focus was on developing and implementing ideas. Because AI should never be an end in itself. Fabian Gröger devoted himself to the images in our heads in a very sensitive and reflective way. We all carry memories with us, but we don't know whether they are true. Are they less true just because there are no photos of them? Would they be truer if there were photos of them?
He developed these in a lot of manual work with Midjourney. At a time when it was not yet easy to create consistent characters or even analog looks with AI. He then exposed the generated memories on an old film to create real negative material and photo prints.
Embedded in great storytelling, this impressed the jury at the ADC Talent Award, the largest and most prestigious competition for up-and-coming creatives. At the award ceremony, the work was introduced by Talent Chairwoman Mieke Haase (herself an AI expert and Chief Creative Director of the well-known Hamburg agency loved): “It's not every year that half of the jury has to wipe tears from their eyes after the screening of the case film.” ... “We are experiencing the emotional impact that can be generated with AI. Without the AI taking center stage for a moment. It was just a tool for storytelling at the highest level. The following work brilliantly combines nostalgia with technology.”
A Grand Prix for the best student work of the year and two golden nails in the categories “Craft / Photography” and “Experiment / Creative Technology” honored the idea and implementation of Fabian Gröger, with conceptual support from Sara R. Scholl.
At the ADC of Europe, the work was also recognized as the best European work in the Student Award Competition. It received the highest honor by being awarded with ADC Youngstar and two additional Gold awards in the categories "Artificial Intelligence" and "Photography".
Participants:
Students from the Diploma program in Communication Design and Media, as well as from the Bachelor's and Master's programs in Interior Architecture and Product Design
Auszeichnung:
- ADC Talent Award 2024: Grand Prix, 2 x Gold.
- ADC Europe Student Award 2024: Youngstar (Grandprix), 2 x Gold.
